Cola Wars Continue: Coke and Pepsi in 2010 Analysis

1. Situation:
Coca-Cola and Pepsi go beyond competing in the carbonated soft beverage (CSD) market industry and try
to penetrate the non-carbonated beverage industry, such as energy drink, coffee, tea and mineral water.
2. Stakeholders:
Coca-Cola: producers, bottlers, retail channels, fountain retail outlets (e.g. restaurant, movie theaters and
cafeterias), suppliers.
Pepsi: concentrate producers, bottlers, retail channels, fountain retail outlet and suppliers.
3. Target Markets:
Coca-Cola: American Soldiers serving abroad in the World War II; fast food consumers by penetrating
into the fast food chain restaurants (e.g. Burger King, Wendys). Family-friendly consumers.
Pepsi: fast-food industry consumers, family; younger generation and youthfulness aim at people who are
young at heart through its 1963 Pepsi Generation marketing campaign.
4. Competition:
Coca-Cola and Pepsi face non-carbonated beverage industry competition: Beer, Milk, Coffee, Bottled
Water, Juice, Tea, Powdered Drinks, Wine, Sports Drinks, Distilled Spirits, Energy Drinks, and Tap
Water.
5. Problems:
1. Growth in sales falls short of investors expectations
2. Is there a new form of rivalry
3. Need for new products to keep up with the current health craze
4. How can Coca-Cola and Pepsi increase CSD sales
6. Solutions:
1. Focus on advertising and promotion to change the image to fit the healthy living trend community by
addressing consumer growing health concern of obesity for Coca-Cola and Pepsi industries.
2. Change unhealthy stigma by a novel marketing campaign
3. Provide healthier alternatives
4. Develop nutritious CSDs

Case Analysis of Cola Wars Continue: Coke vs. Pepsi in the Twenty-First Century
soft drink industry been so profitable:-

a. Since 1970 consumption grew by an average of 3%

b. From 1975 to 1995 both Coke and Pepsi achieve average annual growth of
around 10%
c. Americans drank more soda than any other beverage
d. Head-to-Head Competition between both Coke and Pepsi reinforced brand
recognition of each other. This assumes that marketing added to profits
rather than eating them up.
e. Very large market share. 53% in year 2000.
f. Average 10.65% net profit in sales for both Pepsi and Coke.

2. Coke been so successful:a. Very High Market Share. Strong marketing campaign. A unique and
globally appreciated product. Apart from Pepsi, no strong competition.
b. Coke had high profit margins by shifting some cost to bottlers. Globally recognized product that could
be sold for a premium. Expanded manufacturing and distribution system that kept prices low.

3. Comparison economics of the concentrate business to the bottling business:a. Concentrate business: Concentrate producers were dependent on the Pepsi and Coke bottling network
to distribute their products. Starting and maintaining a concentrate manufacturing plant involved little
capital investment in machinery, overhead, and labor. Significant costs were for advertising, promotion,
market research, and bottler relations. Producers negotiated with bottlers major suppliers. One factory
could server the entire united states.
b. Bottlers: Purchased concentrate, added carbonated water, added corn syrup, bottled it, and delivered it
to customer accounts. Gross Profits were high but operating margins were razor thing. Bottlers handled
merchandising. Bottlers could also work with other non-cola brands.

4. Happening in the soft drink industry:a. A rise of non-cola beverages.

b. Bottled water.
c. Sports drinks.
d. Tea based drinks.
e. Juice based drinks.
f. Dairy based drinks.
g. Non-carb based drinks.
h. Some smaller competitors have been purchase (SoBe by Pepsi) while others now have to face stiff
competition from Pepsi and Code.

5. Coke and Pepsi sustain their profits through the next decade or not? What would
you recommend to Coke to ensure its success? To Pepsi?
a. It should not be a problem to sustain their profits through the next decade. The more important question
is whether they can sustain their historical rate of growth. To do so they need to seek out new markets and
increase consumption in currently developing markets such as China and India
b. I would recommend Coke to focus on its emerging international market. I would also encourage Coke
to expand their offerings. I think Coke made a serious mistake when they failed to purchase Quaker Oats
and with it the Gatorade Sports Drink line. If Coke focuses on several beverage offerings they can
leverage their internal bottling and distribution infrastructure. Different types of beverages can keep
Cokes overall profit intact when there is a shift in consumer preference, such as a shift from soft drinks
to healthier alternatives (Think of the effect Atkins had on the food industry)
c. For Pepsi I would basically recommend the same thing as Coke. I would encourage Pepsi to focus on
its line of soft drink alternatives, which seem to have a much stronger market share than Cokes line. I
would encourage Pepsi to only compete with Coke when it is profitable to do so.